If you want to dominate local search as a pest control company, your Google Business Profile is one of the most powerful tools you have. It’s often the first impression potential customers see—and if you get it right, it can drive a steady flow of leads without spending a dollar on ads. In this article, I’ll walk you through how to optimize it, what to focus on long term, and the most common mistakes to avoid.

What to Optimize First

Let’s start with the foundation. There are a few one-time optimizations that are easy wins:

• Fill out every detail in your profile: address, hours, services, phone number, website, and a detailed business description.

• Add all relevant services using the exact keywords people search for (like "pest control Chicago" or "termite control near me").

• Only optimize for the city you're physically located in. You won’t rank well in cities where your office isn’t based, so don’t try to fake it.

• Connect your social media and make sure your branding is consistent.

You can access your Google Business Profile either by logging into Google Business or simply searching your business name in Google while signed in to the correct account.

Ongoing Maintenance and Optimization

The beauty of GBP is that a lot of the heavy lifting is one-and-done. Once you’ve set up your services, profile info, and products, most of it doesn’t need to be touched. But a few things should be done consistently:

• Collect reviews—this is the #1 factor in GBP success.

• Reply to reviews—don’t just say “thanks.” A short, genuine reply helps show your reputation and character.

• Add photos regularly to show Google your business is active.

• Login frequently—even if just to check things. Google can deprioritize or even suspend accounts that seem inactive.

How to Win the Review Game

This is where most pest control companies drop the ball. A 5-star rating doesn’t mean much if it’s based on 3 reviews from 2 years ago. What matters more than anything else is:

• Volume: You want more reviews than your competitors.

• Recency: You need reviews coming in every week, not every few months.

• Consistency: Google favors businesses with a steady stream of new reviews.

To get them:

• Incentivize your technicians. $10–20 per review is a small price for massive visibility.

• Make it personal. Ask in person, show them how to leave it, and explain how much it helps.

• Use QR codes, lanyards, or simple tap cards to make it easy.

• Consider review software like Birdeye, Podium, or Applause to automate follow-up texts and emails.

If you’re under $1M/year, start with the personal route. If you’re scaling and have multiple techs, layer on the automation tools.

Common Mistakes to Avoid

A lot of pest control owners get hung up on the wrong things. Here are the biggest traps I see:

• Not including "Pest Control" in your business name. If your legal name doesn’t have it, consider a DBA. This is a major ranking factor.

• Trying to rank in cities you're not located in. Focus on your home base first.

• Keyword stuffing review replies. This doesn’t help. Focus on conversion, not SEO, in those responses.

• Ignoring the profile for months. Google sees inactivity and may reduce your visibility or even suspend you.

And lastly, remember—reviews aren’t just about volume. I’ve seen businesses with 150 reviews outrank companies with 1,000+ because they’re actively getting new ones every week.

Should You Do It Yourself or Hire?

Honestly, this is something most owners can do on their own with a bit of guidance. You don’t need to hire a $2,000 agency. You just need a checklist and a couple of hours. If you want help, you can go through my course, or even just ask me for the checklist. Either way, this is a high-ROI activity that’s too important to ignore.

If you want more leads without spending more on ads, make your Google Business Profile a priority. It’s one of the fastest and most reliable ways to grow.